Writing Testimonials and Reviews for Ads

Most brands have no clue how to make a static ad work. They slap together a product shot, write “better energy,” and wonder why nothing converts. Here’s the problem: they’ve never seen a golden review. A golden review is the kind of customer feedback that writes the copy for you. It gives you the hook, the pain point, the transformation, even the CTA. We found one recently for Huel that hit all the major selling blocks like it was trained in direct response. First line? “My diet was OK before Huel… but a lot of crap food and missed breakfasts.” That’s a clean pain point right there. Feels real. Relatable. Doesn’t try too hard. Then comes the solution. “Now I replace the missed breakfast and crap lunches with Huel (it’s literally two thirds of my ‘food’ now).” That’s commitment. Believability. Then the review keeps layering on benefits like a trained closer. “I don’t feel snacky like I did. Energy levels up. Concentration much more focused. I feel better generally.” He even throws in a bonus, muscle tone improvement from the same gym routine. And if that wasn’t enough, it goes straight into comparison copy: “I had Joylent for a bit… but Huel gets its carbs from oats and personally I like the look of their recipe much more.” Translation: your competitor sucks, here’s why this is better. Then come the objections. Mixing issues? “I use a blender—it’s no trouble.” Digestion problems? “Expect some flatulence in the first week… but that passes quickly.” This review has everything. Pain. Solution. Benefits. Comparison. Objection handling. Call to action. It’s not a script. But it could be. This is the kind of language your audience actually uses. The kind of detail that can 3x your ad hit rate when you plug it into a static, or learn how to scriptwrite from it. But most brands don’t go looking for these. They get lost on their own product page. Here’s how to actually find golden reviews: Stop looking at just your site reviews. Go deeper. Reddit threads, blog articles, YouTube comments, Amazon reviews (even of competitors), Quora posts. Anywhere someone rants, raves, or gets real about their experience. Because when someone says something like: “I just feel better, faster, content, it’s hard to explain.” That’s copy gold. And it probably converts like crazy.

Testimonial requests tend to sound like homework. “Would you mind filling out a quick review form?” “Could you write a few lines about your experience?” As Abe Lincoln once said - ain't nobody got time for that. Not when they’re drowning in QBR decks and budget asks. But here’s the good news: You’re ALREADY getting testimonials. You’re just not capturing them. How? Well, your best reviews happen mid-sentence...not in post-call surveys. Every week, your customers are saying: - “This saved us so much time.” - “I had no idea we could do that.” - “You’ve made my job way easier.” THAT'S your testimonial. Don’t ask for it later. Double back immediately. “Loved that feedback - any chance I can turn that into a short quote for our team? I’ll write it up for you to approve.” The answer is usually yes. Here’s a 3-part system CSMs can use: 1. Use Sybill to identify key praise moments. Tag the call. Clip the quote. Make it easy for marketing to use. Bonus points if it aligns to a launch, feature, or persona. 2. Send the follow-up within 24 hours. Keep it short: “Hey Samantha - loved what you said on today’s call. I drafted a quick version below. Let me know if you’re cool with it or want to tweak anything.” Now it’s opt-in. You removed homework from the equation. 3. Tie review asks to key milestones. Don’t wait until EBRs. Ask after: - a successful onboarding. - a new feature rollout. - a strong support save. - a surprise ROI win. All you're doing is reinforcing momentum. tl;dr = testimonial collection isn’t so much of a marketing play as it is a CS system. If your team’s sitting on dozens of glowing comments each month, but none of them make it into your website, your decks, or your content, you simply need to do a better job of capturing what's already coming your way. Fix that and the next case study writes itself.

The secret to powerful testimonials? 👇 Understanding the 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝘀𝘁𝗼𝗿𝘆! To truly master the art of testimonials, you must: ↳ 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 to demonstrate clear before-and-after scenarios. ↳ Dive into the 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 to make the impact more relatable. ↳ Highlight 𝘂𝗻𝗶𝗾𝘂𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 that set your service apart. [Check out the infographic for more details!] 1. What was your initial problem? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Sets the stage for the testimonial by identifying the challenge faced. ↳ 𝗧𝗶𝗽: Encourage detailed descriptions to underline the value of your solution. 2. How did the frustration feel? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Emphasizes the emotional relief your service provided. ↳ 𝗧𝗶𝗽: Prompt for vivid emotional details to paint a clearer before and after picture. 3. What makes our service unique? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Distinguishes your service from others and highlights special features. ↳ 𝗧𝗶𝗽: Guide clients to mention specific aspects that they found most beneficial. 4. When did you notice our service worked? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Captures the 'aha' moment of your service’s effectiveness. ↳ 𝗧𝗶𝗽: Ask for a specific instance or turning point to make the story compelling. 5. How is your life better now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Shows the practical and lasting benefits of your service. ↳ 𝗧𝗶𝗽: Request both tangible and intangible examples of improvements. 6. How do you feel about your business now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Reflects the transformation in their business and mindset. ↳ 𝗧𝗶𝗽: Encourage comparison to their state before using your service for greater impact. 7. What would you tell a friend about us? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Elicits a natural and genuine endorsement. ↳ 𝗧𝗶𝗽: Suggest framing their response as if they were having a casual conversation. Go beyond surface-level praise! 𝗧𝗲𝗹𝗹 𝗮 𝘀𝘁𝗼𝗿𝘆 of transformation and satisfaction. What strategies have you found most effective for gathering testimonials? #cocreate #marketing #entrepreneurship #business #digitalmarketing #innovation #strategy _____ Found this helpful? Help others by sharing it 📤. Follow me Marco Franzoni for similar insights!

We made a client $207k from a single 20-second ad by doing one thing differently: We put customer reviews first. No clever copywriting or complex targeting. Just real customers sharing their results. Here's exactly what we did: Step 1: Front-load social proof • Open with a quote of your best review • Not generic ones like "great product" • I’m talking detailed ones that zero in on the specific value the product delivered Step 2: Pick one clear audience • Talk to ONE person • Don’t be scared disqualifying people with your copy • Call out your customer directly Step 3: Stack the social proof • Show the number of reviews you have • Add customer video clips if you have them Step 4: Direct call-to-action • Don’t leave your reader to guess what comes next • Tell them exactly what to do This ad format works well with warm traffic especially. Gets them over the buying line (if they were on the fence). Because it flips the risk. Instead of claiming your product is great, your customers do it for you.